JOURNALISTS AND SOCIAL MEDIA SHARE COMPLICATED RELATIONSHIP

Written on the 28 August 2014 by Julie Remen

AUSTRALIAN journalists have a strained relationship with social media, the 2014 BBS Media Survey reveals.

Social media acts as a valuable tool for any journalist, with approximately three-quarters of those surveyed agreeing that media outlets frequently monitored their online traction, and more than 90 per cent supporting the monitoring as essential.

Journalists reported they favour Facebook, twitter, LinkedIn and YouTube for sourcing news, finding stories and promoting their own content.

However those surveyed also listed these same platforms as their biggest competitors due to their ability to break immediate news to a large number of recipients.

BBS communication director Matthew Hart encourages organisations to engage with journalists through use of social media platforms to secure media coverage and establish a crucial online presence.

“Organisations also need to be conscious of their own social media activity. Whether it’s an unsavoury comment from a customer or a rant from a staff member, if you can see it, so can a journalist,” says Hart.

The report also shows more than 70 per cent of journalists regard visual content such as images, videos and infographics as essential components to a successful online story.

“With this in mind, an organisation’s social media channels are a great way to pitch visually-strong online story ideas to journalists,” says Hart.